New formats, flavors and texture: USDEC webinar spotlights functional dairy protein stars
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19 Jun 2020 --- Novel F&B applications incorporating dairy protein ingredients have been diversifying across markets, particularly in Asia, Latin America and the Middle East. In a new webinar, the US Dairy Export Council (USDEC), in collaboration with Innova Market Insights, highlights emergent innovation in the burgeoning landscape for protein products. While traditional snacks are still holding prominence, unique product formats include brownie protein bars, tortilla-style protein chips, protein crisps and puffs, among others.
“People have realized that the benefits of protein, and particularly dairy proteins, are not just reserved for young people and for competitive athletes. Mounting clinical evidence has put a spotlight on the connections between protein, fitness for everyday life, and health across genders and all life stages. Protein snacks have evolved into convenient solutions for today’s health-conscious consumers. Enticing new flavors, shapes and sizes can attract consumers of all ages,” Terri Rexroat, Vice President of Global Ingredient Marketing for USDEC, tells FoodIngredientsFirst.
In the webinar, Lu Ann Williams, Director of Innovation at Innova Market Insights, provided category insights and Sharon Gerdes, Certified Food Scientist and owner of DairyTech Communications went over innovation and formulation tips. According to Innova Market Insights data, 2019 saw related NPD up 24 percent compared to 2015 with an even faster growth rate for snacks specifically (+32 percent). 
The webinar presenters stress the importance of considering the functional benefits of ingredients. The advantages of dairy proteins, when it comes to palatability and nutrition, must be leveraged to explore new opportunities beyond the traditional categories.
“You have consumers who are always looking for the [ingredient] benefit, and consumers who want to make sure also that the product performs. These are both good for dairy products and dairy proteins. Dairy proteins don’t have taste issues, are very palatable and there are so many different forms to find something that fits into your application,” remarks Williams.
Sharon Gerdes delineates the major groups of dairy protein ingredients as well as their functional and sensory advantages. “Today’s protein snacks appeal to a wide range of health-conscious consumers. Protein balls, bites and minis provide an opportunity for marrying health, premium indulgence and bite-sized convenience, while experimenting with fun flavors and textures. They’re the perfect vehicle to capitalize on top trends such as ‘The Right Bite’ and ‘Tapping into Texture.’”
“The current NPD landscape for protein products continues to diversify with new formats, flavors and textures,” Rexroat adds. “While traditional bars are still strong, alternative forms such as bites and balls as well as gels, pastes or jellies continue to grow in popularity to meet the needs of the ‘on-the-go’ consumer.”
“These delivery systems provide a fast-acting, easy to consume and concentrated source of nutrients. There is also strong innovation in the indulgence space, as we’ve seen new products include brownie protein bars, protein chips, protein crisps and puffs to name a few,” she notes.
Regional market disparities
While different countries are at different stages of market penetration for protein enriched foods, Innova Market Insights data from 2019 shows that protein remains on trend, and interest in protein continues to grow around the world. While regions such as Asia, Latin America and Middle East and North Africa (MENA) are at an earlier phase of the protein innovation curve than the US or Europe, USDEC and Innova Market Insights note they represent promising growth opportunities, now and in the future.
“Additionally, there’s a growing body of evidence suggesting current dietary protein recommendations are underestimated for certain vulnerable population groups such as seniors,” Rexroat tells FoodIngredientsFirst. “Recommended dietary allowances for important nutrients, such as protein, have traditionally been established in terms of minimum amounts necessary to avoid nutritional deficiencies rather than increased amounts that would help to optimize specific health outcomes reflective of today’s rapidly aging society, in particular the mitigation of sarcopenia.”
“These protein intake gaps present a crucial opportunity for manufacturers, but with many types of animal, plant and single cell proteins being marketed for use, choosing the right protein ingredient is imperative for F&B formulators to deliver the consistent appearance, taste and functionality that consumers want in addition to nutritional attributes,” she elaborates.
Hello hybrids
Dairy proteins stand out for offering exceptional functional benefits in finished foods and beverages, including solubility, heat stability, gelling, foaming and emulsification. As a result, manufacturers turn to blending dairy and plant proteins which allows for improved nutrition and ease of formulation while satisfying modern consumers.
Williams cites data from a 2019 multi-market consumer survey showing high consumer interest for plant and animal protein blends in food products. “In fact, interest in foods that are 100 percent animal sourced or that contain a mixture of plants and animals was preferred by 58 percent of consumers, compared to just 22 percent who reported preferring 100 percent plant-based products.”
As consumers expect nutritionally advantageous, minimally processed products with appealing flavors and textures, F&B manufacturers will continue to develop and launch products containing dairy proteins or combined dairy and plant proteins to enhance benefits and capitalize on market trends.
“Friendly to both flexitarian and vegetarian diets, dairy proteins truly hit the sweet spot in modern lifestyle eating with their versatility, nutrition and deliciousness,” concludes Rexroat.
Click here to view the full USDEC and Innova Market Insights Webinar webinar.
By Benjamin Ferrer
